摘要
网上交易中日益增长的欺诈行为阻碍了人们参与网上交易的积极性.激励参与方在网上交易中诚信交易非常必要,而现有的简单反馈机制难以实现激励诚信交易的功能.提出了一种新的网上交易市场中激励诚信交易的机制——注册押金和交易保证金制度.该机制不仅把交易前的交易保证金与交易方信誉指数结合起来防范交易方欺诈,而且重构了每次交易可获得的信誉指数计算方法以激励交易方在长期中保持诚信.通过对该机制下交易方行为的博弈分析,证明了诚信不仅是单阶段博弈的纳什均衡策略,还是长期博弈的子博弈完美纳什均衡策略.最后,通过随机选取eBay市场的交易数据,对机制进行了模拟,并验证了其有效性.
Trade honestly is very important since fraud has been on rise recently and it prevents people from partici-paring in online electronic markets. Since simple feedback mechanism cannot promote honest trade, this paper proposes a new incentive mechanism, named Register Deposit and Trade Security Deposit Mechanism, which helps to manage online markets. It not only rebuilds the aggregation of trust signal--reputation index but also uses trade security deposit to avoid participant fraud and force people to trade honestly. By the behavior analysis between buyers and sellers with the Register Deposit and Trade Security Deposit Mechanism, we proved that the strategy of honest trade is not only the Nash Equilibrium in single-stage game, but also the Sub-game Perfect Nash Equilibrium in repeated game. Finally, we make simulation experiment on the mechanism with random trade data from eBay online market, and verify the validity of the mechanism.
出处
《管理科学学报》
CSSCI
北大核心
2007年第1期64-70,共7页
Journal of Management Sciences in China
基金
国家自然科学基金资助项目(70602031)
关键词
网上交易
诚信交易
激励机制
注册押金
交易保证金
electronic commerce
honest trade
incentive mechanism
register deposit
trade security deposit
